Google recently shook the world of digital marketing by announcing that it would rebrand Google AdWords and DoubleClick to Google Ads. The two, along with Analytics 360, will now be known as Google Ads, Google Marketing Platform and Google Ad Manager. AdWords and DoubleClicks have been one of the most used advertising service by small businesses.
Why Google is rebranding?
AdWords started out as an ad program made up of only text ads but has grown to include display ads, video ads and more. In the past 18 years, AdWords has evolved a lot as it responded to changes in both the technology world and to consumer behavior, driven mainly by the proliferation of mobile devices.
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DoubleClick was bought by Google in 2008 for $ 3.1 Billion. It is a software that lets marketers manage their advertising campaigns and collect information about how someone has browsed online. The Analytics 360 Suite, which provides large companies with data on advertising performance, it will be renamed Google Marketing Platform.
Google Ads Highlights
- Google Ads will retain the current AdWords campaign features, as well as introduce new campaigns choices such as Smart campaigns, a simplified campaign for small business users.
- Google will also combine DoubleClick Bid manager, Audience Center and Campaign Manager into Display and Video 360.
- DoubleClick display advertising will merge with Google Analytics 360 Suite to become Google Marketing Platform, a central interface on which marketers plan, buy, measure and optimize digital media and customer experiences.
- DoubleClick for Publishers and DoubleClick Ad Exchange are being merged into Google Ad Manager, a platform for publishers seeking to better manage programmatic ad content.
Google says that small businesses will soon be able the Google “Smart campaigns” ads experience, which is essentially the Google Ads technology tailored for smaller businesses.
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